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Technical requirements

To help us keep ads clear and functional, advertisers must meet certain technical requirements.

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

One website per ad group

The following is not allowed:

Using more than one display URL domain in a single ad group

Example: Using two display URLs that are hosted on different sites
Troubleshooter: One website per ad group
Illustrating one domain per ad group

If your ad was disapproved, your ad group may have contained more than one top-level domain in your ads' display URLs or keyword URLs. Remember that paused ads also need to use the same domain as the other ads and keywords in your ad group.

Here's what you can do:

Once your ad group contains only active and paused ads using the same domain, request a review and we'll see if we can approve your ad to start running:

  1. Visit your Ads tab and look at the "Status" column. Hover over the white speech bubble Ad disapproval bubble next to "Disapproved."
  2. Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
  3. Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.

Unacceptable HTML5 ad

The following is not allowed:

HTML5 ads that don’t function properly or appear blank

Examples: Embedding assets in child frames, loading resources from unapproved third-party sources, using non-Google fonts, adding audio or video tags

Troubleshooter: Unacceptable HTML5 ad
  1. Find the problem. Review the ad and its contents and use the AdWords HTML5 Validator to find out what’s causing the ad to appear broken or blank.
  2. Edit the ad. Once you’ve fixed the problem, upload the ad again. This will submit the ad for review.

    Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

Account limits

The following is not allowed:

Exceeding account limits for ads and other content

Excessive submissions through multiple accounts

Campaign configuration that creates an undue burden on our systems

See the account limits for information on the amount of content we accept from advertisers. Until you remove the excessive content, you may not be able to create any new campaigns, ads, or extensions.

Unsupported language

The following is not allowed:

Ad or destination content in an unsupported targeting language

Example: Languages that aren’t supported by AdWords language targeting

Note: The standard languages available for language targeting can be used in ads and destinations, but some ad formats, such as Review extensions have different language restrictions. Make sure that content for these formats is in an approved language.

Unavailable video

The following is not allowed:

Videos that are removed, marked private, or otherwise unavailable to the public

Videos that are not available in a country that the ad targets

Learn how to fix a disapproved ad or extension. Make sure that the video isn’t removed or marked private. If your video hosting service is down, try uploading the video to YouTube.

Unacceptable video format

The following is not allowed:

Uploading videos in a format that is not supported in AdWords or YouTube

Learn how to fix a disapproved ad or extension. If you can’t convert the video to an accepted format, upload a different video that complies with the policy. Refer to the list of supported video formats for YouTube upload.

Unacceptable script

The following is not allowed:

Using AdWords scripts to circumvent any restrictions or limits on usage of the AdWords, or using them for any other non-business-related purpose

Example: Using scripts to circumvent operations quota limits

Using unsupported methods to access the AdWords scripts

Note: Acceptable methods are outlined in the scripts documentation.

Excessive or abusive use of scripts, including unreasonable request volumes

Scripts that modify, disrupt, or disable any features, performance, or functionality of the AdWords platform

Failing to comply with best practices when using scripts to read data for more than 1 million entities (such as keywords or ads) or edit more than 100 thousand entities daily

Note: Refer to the scripts documentation for best practices.

Check your scripts for abusive or excessive activity and then edit them to comply with these policies.

Policy enforcement for AdWords scripts

Right to review scripts

Google may monitor and audit any AdWords scripts activity. These investigations may include Google accessing, reviewing, and using your script to, for example, identify security issues that could affect Google or its users. Upon request from Google, you must provide access to all of your AdWords scripts (even if they are stored outside of AdWords) within 2 business days of the request.

You cannot interfere with this monitoring or auditing and cannot otherwise conceal or obfuscate from Google your AdWords scripts activity.

Notice and consequences of violations

If you violate any of these policies, Google will notify the email addresses of the users with administrative access to your manager account or AdWords account. You may also be required to provide additional contact information. If you do not correct the violations within 2 business days of notification, Google may suspend all scripts in your manager account or AdWords account and/or reduce your overall rate limits.

In addition, if Google reasonably believes that you have committed a serious violation of these policies (for example, if your usage of scripts disrupts or disables any features, performance, or functionality of the AdWords platform), Google may suspend all scripts in your manager account or AdWords account without any prior notice.

Need help?

If you have questions about our policies, let us know: Contact AdWords Support
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